Traditionally, consumers used the Internet to simply expend content: they read it, they
watched it, and they used it to buy products and services. Increasingly, however, consumers …

Purpose–This paper aims to investigate what activities allow the firm to efficiently and
effectively integrate social media into its strategic marketing activities. Design/methodology …

Embodying a new gestalt in firm-customer communication, social media is a nascent yet
critical concern for researchers and practitioners alike. Organizations lack valid and reliable …

Many organizations have started using social media (aka Enterprise 2.0) tools internally to
interact with their employees. A number of companies, including Best Buy and Dell, have …

Social media is a revolution. It is, nevertheless, misunderstood. It is quietly changing the
world more deeply than we realize. Think of the Arab Spring. Populations from countries …

How do organizations manage social media effectively? Every organization wants to
implement social media, but it is difficult to create processes and mange employees to make …

This book will help companies of all sizes develop and implement a strategy to become a
SocialCorp, a company that has adopted social media intelligently and effectively, in a way …

Consumers are adopting increasingly active roles in co-creating marketing content with
companies and their respective brands. In turn, companies and organizations are looking to …

The article discusses four social-media strategies used by corporations, as gleaned from an
analysis of over 1,100 companies. Some firms such as consumer-products maker Clorox …

This viewpoint provides insights to anyone who is interested in researching consumer use of
social media or using social media in a managerial context. It will be particularly helpful to …